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Welcome to the 11th edition of the Yearly Marketing Survey
#YMS2014

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Against all odds...
#YMS2014

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The Marketing Confidence Index

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Marketers are at a turning point
4
13
15
12
2
-1
15
-5 -5
0.2
-3 -2
1
-3
-24
-15
1
-20
-17
-4
-30
-25
-20
-15
-10
-5
0
5
10
15
20
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
MCI CCI (data from National Bank of Belgium, Feb/14)
Marketing Confidence Index compared with the Consumer Confidence Index
(N=282)

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Regained confidence
in the future of marketing
81%
7%
12%
Optimistic
Pessimistic
Neutral
23%
16%
61%
Opportunities
Complex
challenges
Mix of challenges
and opportunities
(N=282)(N=284)
How do marketers look towards
the future of marketing?
In 2014 the marketing department
will face ...

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Belgian marketers are catching up
with the UK
A changing overall mindset:
From recession to recovery
Source: Marketing Confidence Monitor – CIM & Bloomberg

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Big Data is everywhere, or not?

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Every
2 days
we create as much
information as we
did from the dawn of
civilization up until
2003
Eric Schmidt
Former CEO Google
From now until
2020, the digital
universe will about
double every
2 years
International
Data Corporation
We create a lot of data…

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…but what about the quality?
=

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Big Data will have an impact sooner or later
35%DON’T COPE
with
Big Data
for the moment
OR
65%ARE COPING
with
Big Data
for the moment

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Is “coping with Big Data” only
for the happy few?

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2014 is about sharing data
InternetofThings

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The internet is evolving to an Internet of Things with
more and more connected devices

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2014 is about sharing data
Privacy

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-Visual representing ideally something that has to
do with a lack of media knowledge 
or something that represents a mix of traditional
and digital media
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How about marketer’s media knowledge?

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Marketers don’t have enough media
knowledge to build an efficient media plan
New measures
for ROI of
media
needed? Development
of an inner
sense about
media?
Investment
needed in
media
knowledge?

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34%
39%
27%
25%
23%
52%
0-45% of budget will go to
traditional media
45-65% of budget will go to
traditional media
65-100% of budget will go to
traditional media
% of marketing budget for
traditional media
(% total respondents)
Now Future
17
Revolutionary decrease
of traditional media spending?
(N=171) Source: MDB
5,7%= weight of online
media in total
media investments
in Belgium

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What’s your opinion?

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Statement 1:
In a cross-
channeling
approach with
online, I prefer
radio to
newspapers and
television
-13%
-11%
-7%
-6%
-1%
4%
12%
69%
-7%
-4%
2%
-4%
-3%
2%
3%
46%
Newspapers
Magazines
Television
Cinema
Door-to-door
Outdoor
Radio
Online advertising
2013 2014
Expected budget evolution in paid media
net difference (% increase - % decrease)
(N=188)
SEA INCLUDED
SEA EXCLUDED
33% SEA ONLY
What’s your opinion?

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Statement 2:
Today marketers
have a lack of
focus when it
comes to owned
online media.
-5%
-3%
-2%
-5%
-6%
-5%
-3%
-5%
-6%
-1%
-2%
-2%
21%
22%
39%
39%
40%
41%
43%
51%
52%
56%
63%
68%
Social media - Others
Webinars
Social media - LinkedIn
Blogging
Newsletters
Social media - YouTube
Social media - Twitter
E-mailings
Social media - Facebook
Mobile applications
SEO
Website building & optimization
Budget Increase Budget Decrease
Expected budget evolution in owned online media
net difference (% increase - % decrease)
(N=188)
What’s your opinion?

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How to organize marketing anno 2014?

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A network organization: piece of cake?
-11%
-20%
-31%
-46%
69%
57%
50%
38%
Network organization between internal marketers and
permanent external partners
Network organization between internal marketers and
temporary external partners
Internal network organization of internal generalists and
internal specialists
Marketer works only in specialized domain but connected to
other teams
Organization structures of the marketing department
Inefficient Efficient (N=229)

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Agility is key

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Agility works in every environment

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Generalist Curious about
specialization
Creative
Discipline
Hard skills
Humility
Passionate about
marketing
Analytical
Guts
Soft skills
Conviction
Business driven
The future marketer is a
cross-functional project manager

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Content marketing: reinvented?

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Marketers are still exploring
the domain of content marketing...
Source: Scott Design Inc.

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… to engage with their customers
65%
37%
37%
36%
33%
28%
26%
14%
13%
10%
2%
Increase engagement with the customer
Drive sales
Build brand equity
Improve loyalty
Generate leads
Increase brand awareness
Become top of mind
Change consumer behavior
Increase website traffic
Gain SEO benefits
Other
Top 3 - Most important objectives of content marketing
(% total respondents)
(N=221)

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Practice what you preach,
preach what you practice

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Marketers, believe in your own added value!

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What are our key messages today?
Marketers are at a turning point: Become more FACTS!
Quality of data is more important than quantity of data.
Big Data is for the happy few. Interpret first your own figures!
Develop an inner sense of media and invest in media knowledge.
Become a cross-functional project manager.
Agility is key in a marketing organization.
It’s not about storytelling, but about storydoing.
Have more confidence in your own added value!
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Let’s discuss the results of the Yearly Marketing Survey 2014
#YMS2014

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For more information
Bart
De Bodt
Karolien
Vanhelden
Simone
Ruseler
www.thehouseofmarketing.be www.ubabelgium.be